The key consumer characteristics me

The key consumer characteristics measured in the survey are shown in Table 1. Comparison with other studies (cf. Mittal, Ross, and Baidasare 1998) and conversations with managers from the automotive firm indicate that the sample is representative of Uie consumer base.
Customer Retention: Repurchase Intent or Behavior?
For the empirical investigation, repurchase behavior radier than intent data was used for the following reasons:
•In commercial studies, satisfaction and intentions data typically are collected within the same survey with little or no temporal distance. Thus, there is high common-methods variance, which inflates the relationship (Fishbein and Ajzen 1975). Mazursky and Geva (1989) find that satisfaction and intentions are highly correlated when measured in the same survey at time li- However, for the same subjects, satisfaction at t; has no corre- lation with intentions after a two-week interval (t2). •Ratings of satisfaction and intentions may also suffer from the same response bias, which leads to spurious correlation between the ratings. For example, ratings of job satisfaction and intention to stay with the employer were found to suffer from the same type of response bias (Arnold. Feldman, and Purbhoo 1985; Zedeck, Kafry, and Jacobs 1976). Only when actual behavioral data (i.e., turnover) were used did the response bias surface. •The translation of satisfaction ratings into intentions versus behavior is likely to differ First, the satisfaction threshold that is needed for subjects to express a favorable intent may be quite different from the level of satisfaction that is needed for sub- jects to engage in the corresponding behavior. Second, the func- tional form linking satisfaction to intentions may be very dif- ferent from the one linking il to behavior (Fishbein and Ajzen 1975). Third, the relationship between intentions and behavior itself is highly labile. It can be nonlinear (Jamieson and Bass 1989). be sensitive to the scale being used to mesaure intentions (Kaiwani and Silk 1982). and vary on the basis of the time hori- zon used to measure intentions (Morwitz and Schmittlein